Hyundai Motor wraps Season 2 of Mobility Playground with 750 participants

Hyundai Motor said Monday it had concluded the "2026 Hyundai Mobility Playground Season 2," a brand experience event that drew about 750 customers, including automotive influencers, their subscribers and car-club members.

The Hyundai Mobility Playground is a customer-participation brand event where car enthusiasts can directly experience and interact with Hyundai Motor and Genesis vehicles, technologies and services.

The event ran Saturday and Sunday at the Korea Automobile Testing & Research Institute proving ground in Hwaseong, Gyeonggi Province. On the first day, 11 automotive influencer channels and about 350 of their subscribers attended; on the second day, about 400 members of owner clubs covering all Hyundai Motor and Genesis models took part.

Season 1, held last year, focused on vehicle experiences and interaction between influencers and subscribers. Season 2 was designed to let participants enjoy automotive culture by experiencing new technologies and customer services together. Hyundai Motor strengthened the test-drive program based on feedback from Season 1 participants and introduced new programs covering the latest technologies and brand services.

Participants tried out all Hyundai Motor and Genesis models while getting hands-on time with the latest technologies, including the next-generation infotainment system Pleos and the Memory Reverse Assist (MRA) system. High-speed driving and steering test-drive programs using Genesis and N brand vehicles let attendees experience performance levels difficult to replicate on public roads. Mission-based activities using the Memory Reverse Assist system and situation-based challenges built around Pleos were also offered to help participants understand the technologies in an accessible and engaging way.

Other programs included "Master of Car Camping," which made use of the spacious interior of the Ioniq 9, a docent tour of display vehicles led by influencers, and interactive sessions bringing influencers and subscribers together.

The event also featured a Blue Members points-linked mission zone, an H Genuine accessories exhibition and experience area, and a space dedicated to "Lrlrlr," a customer-participation content platform, giving attendees a chance to explore Hyundai Motor's services and brand offerings in one place.

"The Hyundai Mobility Playground goes beyond exhibitions and test drives — it is Hyundai Motor's own differentiated event where people who love cars can directly experience vehicles and new technologies and connect with one another to enjoy automotive culture," a Hyundai Motor official said. "We will continue to bring together a wide range of automotive experiences — vehicles, technology and services — in one place, and develop this into a customer experience platform that represents Hyundai Motor."

Meanwhile, Hyundai Motor has been expanding its customer brand touchpoints through a range of marketing activities, including recently co-hosting the "2026 Inje World Touring Car Festival" with Inje-gun at Speedium in Inje, Gangwon Province.